Engaging stakeholders in a business
A Cadbury Schweppes case study

Page 1: Introduction

Cadbury Schweppes is one of the UK's best-known companies. It was formed in 1969 by a merger between two companies with distinguished histories: Cadbury and Schweppes. It is a major public limited company(plc). Since 1969, Cadbury Schweppes has grown into an international confectionery and beverages company, selling chocolate, sweets, gum and beverages around the world. It is constantly...
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Page 2: Stakeholders and their interests

A stakeholder is any individual or group that is affected in some way by a company's activities. Stakeholders range from small shareholders with a few hundred pounds worth of shares in a company, to communities in which a company has business premises that may employ a few, or thousands of people. In being committed to its core purpose of 'working together to create brands people love', Cadbury...
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Page 3: The importance of engaging stakeholders

Engaging stakeholders involves establishing good lines of communication between a company and its various stakeholders and then maintaining a constructive relationship with them. Through this relationship, stakeholders can have their say and the company can listen and respond. The original Cadbury company was set up over 150 years ago by the Cadbury family who believed in fair treatment for...
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Page 4: How to engage stakeholders

Cadbury Schweppes has open and regular discussions with its stakeholders and uses different ways to communicate with different stakeholder groups. Shareowners - Cadbury Schweppes has over 60,000 registered shareowners. These include private individuals as well as large institutional investors, such as pension funds and banks. All shareowners are also entitled to attend the Annual General...
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Page 5: Balancing different stakeholder views

Not all stakeholders share the same interests. Cadbury Schweppes listens to its stakeholders and balances their interests with the long-term benefits to the company. For example, it may be in the shareowners short-term interest to want Cadbury Schweppes to keep all costs to a minimum in order to maximise their near-term return on investment, through profits and dividends. However, Cadbury...
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Page 6: Conclusion

Engaging is about providing open access and Cadbury Schweppes has always taken its responsibility seriously. It knows that listening to and engaging with stakeholders is essential to its success and has benefits for stakeholders. Engaging with stakeholders does more than sustain their goodwill and co-operation: it enables the company to remain competitive and successful, to keep in touch with...
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